Real B2B buyers use long-tail keywords…
Testing has shown that the long-tail (more specific) search is usually a good indication of a higher level of interest, which leads to better conversion. That said, the total number of clicks will be much lower for long-tail phrases than for a general term, but conversions drive sales. See an older post PPC Copywriting vs. SEO Copywriting… they’re inverse.
So how can B2B marcom pros boost conversion with long-tail keywords?
Go back to the B2B buying cycle. Prospects who are further along the buying cycle, in the consideration phase, are looking for more information to help them make the right decision. In the consideration phase, you may find long-tail keyword phrases more effective, because that’s when B2B buyers begin narrowing down their searches. They may often search on solutions to specific problems instead of product categories. For example, they may search for reliability maintenance analysis using the Barringer methodology, At this stage an effective B2B marcom mix could include a white paper, webinar, online video (with complementary white paper), and blog posts–all discussing the details of reliability maintenance analysis using the Barringer method.
Taken a step further, your marcom mix should also use the long-tail keyword phrase, reliability maintenance analysis using the Barringer method, in the drivers to the previously described content–drivers being the banner ads, email blasts and Twitter tweets that drive visitors to the content. So your subject line in the email blast should include the keyword phrase as well as the twitter tweet, banner ad, etc. (In the case of a subject line, you may need to truncate the long-tail phrase slightly.)
So when you identify a long-tail keyword phrase that your prospects are searching on, develop an integrated B2B campaign around it to help move prospects closer to the buying decision. You won’t get lots of clicks, but you will get more conversions.
Here’s a good article from Julie Joyce, How to Use Long-Tailed Keywords in Your Linking Campaign.
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